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03/06/2011
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Saint-Gobain Technical Fabrics has revealed its new identity: ADFORS. As a new institutional brand, ADFORS reinforces the Saint-Gobain Group's strategy which is based on promoting strong brands in the construction and habitat sectors. ADFORS is endorsed by Saint-Gobain, with a visual identity that clearly expresses that ADFORS is part of the Saint-Gobain Group.
 ADFORS is an international leader in technical reinforcement fabrics and glass fibres, with over 50 years' expertise, currently positioned more specifically in reinforcements for construction.
Under its new brand name, ADFORS brings together the activities previously performed by Saint-Gobain Technical Fabrics: Vetrotex, an international player in glass fibre manufacture, ADFORS Industrial Fabrics, a business which produces technical fabrics that are further processed by our clients and ADFORS Construction Products, which offers a wide range of finished reinforcement products for habitat and infrastructure.
In pursuing its strategy of setting the group's offerings apart by offering innovative, high-end products, while maintaining its position in end-user construction markets, Saint-Gobain Technical Fabrics needed a brand that would express its need for readability and commercial effectiveness through an identity that reflected its ambitions.
The name ADFORS - short and evocative - will help the company become well-known internationally, while consolidating and simplifying communications with all of our markets, clients and prospective clients.
Our dynamic and positive new brand, ADFORS, unites both teams and partners in an affirmation of their commitment to the brand, by further enhancing its reputation and building its success around the world, while respecting its values: strength, innovation, local presence, safety, responsibility and durability.
As the successor to Saint-Gobain Technical Fabrics, the ADFORS name is intended to affirm the brand on the basis of a strong visual identity which is supported by the Saint-Gobain Group. This involves conveying an image of consistent, positive and constructive communication in every market in the world.
By creating ADFORS, the Saint-Gobain Group is continuing its development plans in order to propose comprehensive, focused, independent and consistent solutions for the ever-changing habitat materials market.
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Author
John Challen
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